Ducati opens flagship New York showroom

A flagship store for Italian motorcycle brand Ducati has opened in New York with interiors by US group Gensler and identity by Vignelli Associates (pictured). Further showrooms in the UK, Australia and Italy, and concessions worldwide will follow.

Vignelli Associates established an overall corporate identity, with Gensler being brought in to incorporate Vignelli’s logo into the store concept.

The 325m2 site, which opened officially earlier this month, includes a 280m2 showroom, a service area and a retail area where Ducati’s first clothing ranges will be sold. A “history wall” showing the evolution of the company will feature in every store, and the new circular logo is painted on the concrete floor. A Gensler spokeswoman describes the concept as industrial and minimalist, based on viewing the motorcycle as an exquisite example of engineering.

A 300m2 site in Watford will open in early summer.